Meet Sierra Elaina | CEO, Lehua Brands

We had the good fortune of connecting with Sierra Elaina and we’ve shared our conversation below.

Hi Sierra, is there something you can share with us that those outside of the industry might not be aware of?
People often think, “Wow, you are in cannabis; that must be so fun,” but in reality, it can be so “unfun” and extraordinarily challenging is all I can say. It is by far the hardest grind I have ever had to do! Trust me, I am used to 20-hour days, hard conversations, tough market conditions, dealing with numbnuts, and asking “WTF?”—but in cannabis, it is a whole other level. And this is what I deal with hourly! In most other industries, you would be allowed a break, but not us in the cannabis industry. Because it is a constant battle, you have to be passionate, tireless, and, most importantly, believe in yourself and your brand. There is not a lot of room for mistakes, but when they do happen, take a breath. You have to be patient and have a balanced temperament.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I was not only a single mother, but a struggling single mother as well, and I always joke I practice “single-mother math”— aka, a“wants vs. needs mentality.” I have always had to be three steps ahead in planning my demanding work schedule to accommodate family needs, whether it was arranging rides, sitters, activities, how to live on $25 for four days, and challenging personal relationships. All of this served me well. What I learned during those hard times and experiences is what made me the leader I am today. I am a hustler and always have been. I am on the streets in shops, and I deal with legal issues daily, strict fiscal disciplines to create efficiencies, product development, market expansions, production coordinating, sales, GTM (go-to-market) planning—ALL OF IT. In restaurants, you are taught to never to be at the mercy of your chef, so I will always have a plan B if things hit the fan and by knowing just enough about every department that I could step in. This has been key to my rise in the ranks. I appreciate the people in my journey, good and bad. Each brought something to make me the CEO, friend, mother and woman I am today. I have great empathy, I am fair, but I will make the tough decisions as needed. I am excited to say that at Lehua Brands, we now have zero debt, we have cut our cash burn by 50%, and we are proud to have recently won some of California’s biggest industry awards. It has been a very long two years but 2025 will be a game changer for us.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I have been fortunate to have lived in some great U.S. cities and traveled the world, but you know what? I love California! Where else do you have this weather, the diverse and friendly people, the activities, the great sports teams, the food… So, to answer the question, my guests and I would start in my neighborhood, Venice Beach. I love the vibe, the eccentricity, and the great restaurants—from casual spots such as The Win-Dow to Sushi Beluga in Playa del Rey. I’d also treat them to a stop at a favorite dispensary to buy some Lehua drinks and other goodies, and then I would have to take them to Santa Monica Pier. I think every visitor should experience that iconic landmark. Not to brag, but I kill it in air hockey at the arcade on the Pier– seriously, only one person has ever beat me and trust me, he just got lucky. Then, I’d take them for a top-down ride in my convertible from Malibu, to Beverly Hills to Hermosa Beach. Believe it or not, due to traffic, this would be a full eight-hour day. Gotta love L.A.! That’s why they call it the 405: because it takes four or five hours to get anywhere… it’s not just a random highway name! Next, we would make our way to San Diego to take in all that wonderful city has to offer, and no visit is complete without a walk across the border to Tijuana. A must-do is a five-star meal from a favorite restaurant called Caesars, famous for creating the Caesar salad. TJ is just fun! I am always down to take people to Palm Springs, Big Bear, or Catalina Island, too. Imagine all of this is within two hours of my house. We are so lucky to be in Los Angeles!

Who else deserves some credit and recognition?
I love this question for several reasons! My success is greatly due to my father, my biggest inspiration and best friend. He instilled a sense of values and honor, which he taught me by example and with an open heart. Also, my son, who gave me a reason to get up in the mornings when I didn’t think I could. I’d also like to shoutout everyone at an amazing organization called Safe Harbor out of Richmond, Virginia—in my darkest times, they gave me purpose and grace through their volunteer training and a chance to be part of their court advocacy program. I had an amazing therapist named Dr. Don, who helped me beyond measure and taught me the tools to survive and helped me realize that I am worthy of happiness. One thing about me is that I will never be embarrassed to admit I have struggled with trust, depression, and anxiety issues. And a last shoutout to the investors in Lehua Brands, who have believed in me from the minute we met. I am happy to say that I am more confident and more capable because of these people and countless others.

Website: https://www.lehuabrands.com/

Instagram: https://www.instagram.com/lehuabrands/

Linkedin: https://www.linkedin.com/in/sierracooke

Facebook: https://www.facebook.com/p/Lehua-Brands-100083344610506/?_rdr

Image Credits
Courtesy of Lehua Brands